We launched the inaugural Canadian Club Bad Sweater Day with a strong media and influencer engagement strategy.
Bad Sweater Day
We needed to generate awareness of Canadian Club’s inaugural Bad Sweater Day and to fuel conversations around #ccbadsweaterday, whilst also supporting promotional activity with KIIS’s Kyle and Jackie O show.
Our strategy was single-minded in its focus on visual channels – we encouraged photographers and Instagram influencers to support Australia’s first-ever Bad Sweater Day by wearing Canadian Club ‘bad sweaters’ and sharing their images. On a limited budget, the campaign reached over 750k people across Instagram and Twitter.